'Promotion can lift our economy into a different league'

Isobel Frodsham speaks to business leaders on how the county can benefit from Leicester City’s promotion to the Premier League.

Ian Harrison, director of UK Trade and Investment for the East Midlands

How can local businesses use the promotion to help their companies grow internationally?

“This is an interesting time for Leicester. There are a lot of new and interesting funds for the future and for Leicester. The key thing for Leicester is to capitalise on its strength and encourage businesses to do more internationally.

“We have a variety of trades here in Leicester from food and drink to space technologies, and we have a number of opportunities across the world.

“I spoke at an event on April 9 during UK Trade and Investment’s Export Week, which highlighted the positives of trading in Asia, where the gross domestic product grew six per cent in 10 countries across the area market. These included places such as Singapore, Malaysia, Thailand and Indonesia.

“Leicester already has Thai links with LCFC due to the club being owned by King Power (a travel retail group in Thailand).

“I think businesses should really take some of the confidence that has been created by the football promotion.

“There will be a knock-on effect in Leicester, which secures a better economic future.

“There will be more of a spotlight and increased interest on Leicester because the Premier League is watched globally.

“Companies can now use this exciting time to take their businesses across the world.”

Mark Davies, head of new business at Leicester City Football Club

What can local businesses do to benefit the club and themselves?

“It is an exciting time for anyone associated with the football club and the city. With an audience of 4.7 billion, Premier League followers are spread over 211 countries.

“It is a fantastic springboard for the region and, as reported, our promotion will also bring in over £50 million to Leicester itself, and we want to encourage as many businesses as possible to receive a slice of it through their involvement with the club.

“Businesses can play a pivotal role in maximising their returns from this, be it preparation for increased visitor numbers to the city itself through to utilising our media power and getting their organisation or product seen on a global scale.

“The higher the association with the football club, the higher the propensity to purchase your product will be, be it across the world, on our doorstep or both.

“Premier League football will bring some obvious, yet key, improvements to businesses wanting to promote themselves.

“There will be better entertainment of clients through the quality of teams performing, better prospecting opportunities (after all, who’s going to turn down a ticket to watch Manchester United at King Power?), better return on investment on advertising through more eyes seeing your brand, and better sponsorship opportunities through the imminent growth in the football club’s supporter base and use of the power of football as a whole.

“It is also important not to discard the ‘feel good factor’ Premier League football can bring to a work place and its productivity.

“It has been a while since people have been this proud of the club and their own heritage and long may this continue!”

Dave Ellis, part owner of Taste Inc, a catering company, based in Leicester

What are you doing to benefit from Leicester City’s promotion?

“We haven’t decided to do anything for the promotion, but we may do something next season, such as a campaign involving a special offer of a product. It’s in discussion, but nothing has been decided yet.”

How do you think other businesses can benefit from the promotion?

“City breaks should be offered to the people coming to the area. When I used to go to games in other cities, I would stay overnight. We would go to a pre-game festivity where there was food and transportation to the game.

“We used to have a café in Leicester city centre. However, when Leicester got demoted 10 years ago, we saw a drop off in business on match days.

“I think independent businesses will feel it can only benefit the market and business in the city centre.

“But Leicester will become more popular and people will organise meetings in their Leicester offices, and will need lunches and meals.

“Leicester has had lots of positive publicity recently, with the Tigers being on TV, Richard III and now Leicester City being promoted. These events put Leicester in the spotlight and this can help more business come to Leicester to have their meetings.”

What is your opinion on the?

“I hope that as a city we can take an advantage from it and make Leicester be seen as a city on the up.”

Dean Eldredge, communications director of Soar Media, who produce the programmes for Leicester City, and also managing director of Oporto Sports Management

What can Leicestershire businesses do to help the club?

“Restaurants, bars and hotels can have direct promotions available but they have to think about the amount of people who will be coming in.

“If there is a match against Manchester City, for example, there will be about 4,000 fans coming to watch and an influx of people into the city to stay overnight.

“I wouldn’t want to say that businesses who aren’t involved with Leicester City now should jump on the band wagon. The important thing is to think what can I do to help the club, how will that benefit the club and then how will it benefit me?”

What’s your relationship with the club?

“We worked with the club to help them improve their programme. We revamped the publication three years ago and added a 13-page dedicated section to the heritage of the club with exclusive content, thanks to John Hutchinson and Dave Smith. It has the feel of a coffee table magazine, with the content of a traditional programme.

“We are very proud to be working with Leicester City and I hope that the relationship will continue for many years.”

What is your opinion on the promotion?

“It’s fantastic news for the city and Leicester has been starved of football success for a while.

“This is a great reward for Nigel Pearson and his staff, the owners for their investment and patience, and of course the supporters.

“Hopefully the club will retain its Premier League status and the business community will also reap the benefits.”

• This article appears in April's edition of Business Monthly magazine. For more business features, see our Business channel.